Young shoppers are turning to “grandma hobbies” as a way to connect with the story behind what they wear, according to recent market data.
Offline appeal drives a shift toward handmade crafts
Analogue pastimes such as knitting, crochet, embroidery and punch‑needle work are gaining traction among Gen Z consumers. A YPulse “Going Analogue” report shows 70 percent of 13‑ to 24‑year‑olds are actively seeking offline activities, reflecting a broader desire to step away from screens. A separate survey of 2,000 U.S. consumers commissioned by ThriftBooks found 63 percent of Gen Z respondents tried to cut screen time for wellbeing, compared with lower percentages in older age groups. One in three said they turned to hands‑on hobbies when taking a break from the online world.
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These pursuits do more than replace scrolling. Participants choose fibre, colour, texture and shape, creating a tangible link between maker and product. While the activity may start as a personal project, the implications are sizable.
Market growth and digital discovery
Market Reports World estimates the global knitting and crochet market at $10.15 billion in 2025, projecting growth to $17.93 billion by 2034 with a 6.53 percent compound annual growth rate. Sixty‑one percent of consumers reportedly engage in yarn‑based crafts at least once a month, and clothing accounts for 46 percent of the market’s applications. Buyers aged 18 to 34 make up 29 percent of demand, indicating younger generations are a meaningful share of the category.
Social media platforms play a key role in how these hobbies spread. Today cited Etsy trend data showing a 208 percent year‑over‑year rise in searches for “beginner needlepoint items” and a 162 percent increase for “crochet sweaters.” Google Trends also recorded a 160 percent jump in searches for “analog hobbies” over a 30‑day span. The pattern suggests many first encounter a craft online, then move to buying yarn, tools, patterns and attending workshops.
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Materials matter, especially for eco‑conscious shoppers. Demand for sustainable fibres grew 48 percent between 2021 and 2024, and 41 percent of consumers now prefer plant‑based options. Premium yarns represent 31 percent of total volume, showing growth across both value and high‑end segments.
For now, the data suggests the appeal of “grandma hobbies” is more than a fleeting fad. It reflects a broader cultural shift toward products that carry personal meaning and a willingness to invest time in creating something tangible.
